part 1     part 2     part 3     < strong>part 4 part 5

REAL STORY

"But most of all retailers and owners need to pay attention to the urban planning plans of the city and the change in the flow of people"the situation can change quickly, but in most cases it is predictable," said Egor Levchenko from ILM. – ​The process of urbanization in Russia is very pronounced. Numerous industrial zones are being built up with residential areas and overgrown with their infrastructure, new shopping centers can take away traffic from existing ones. The pace of opening new metro stations is very high and changing the routes of pedestrian flows. The active construction of overpasses and interchanges changes the visibility of objects and, accordingly, their liquidity and attendance. Big data analysis technologies make it possible to make better decisions, but they do not take into account many factors that are associated with unpredictable urban planning policy. But they help to conduct flawless marketing campaigns and increase the number of customers.

It is big data processing technologies (BigData, Deep Learning) that already today allow market participants to personalize the offer as much as possible, said Alexey Knyazhev, Head of Data Science, SAP CIS. "Methods of big data analysis are constantly evolving: today, on the same data array, you can understand more than was possible a few years ago, and the array of collected data itself is larger and better," the expert explained. The quote of one mathematician, Cleve Hamby, who helped a large retailer Tesco to increase efficiency by processing loyalty program data is very accurate: "Data is new oil". That is, today there are some methods of extracting business benefits from data, tomorrow there will be others.

Another thing is that so far, the operators of large super-regional centers can afford innovative tools for collecting and analyzing big data.
However, according to the forecasts of the interlocutors, the technologies will continue to scale. "It is extremely difficult to overestimate the importance of such investments. For example, after reviewing various offers on the market for Big Data analysis systems, we decided to develop our own program, MARS," Kirill Stepanov said. – ​To date, it has already been tested in one of our shopping centers and has shown impressive results that have recouped the costs of its creation and the maintenance of the department working with it. With the help of MARS, experts analyze urban activity, find out how often city residents visit shopping malls, how often a particular shopping mall, how often they enter the gallery, examine the statistics of an individual store and only then a receipt. Thus, as the company believes, the entire conversion funnel is being investigated as accurately as possible. Moreover, it is possible to influence it.

"Working point-by-point, we increase the total conversion of the shopping center," Kirill Stepanov is convinced. – ​We are developing the format of super-regional shopping and entertainment centers in five major cities of Russia with the help of MARS smart management technology and a tenant microcontroller system. For example, we collect data from all tenants, evaluate each store according to 40 criteria and give recommendations on how to improve the work with visitors. Big data gives us the opportunity to track not only traffic, but also the turnover of tenants. With the help of our program, you can determine how to place stores so that visitors buy more often and more, or create personalized advertising based on the purchase history. We also track when customers arrive at our shopping center, taking into account traffic jams, we see repeated visits, identify the most popular places to spend time, identify empty, "cold" and "warm zones", analyze customer preferences. This data allows you to build work with staff and with "real stores". Of course, each tenant has its own data and its own analysis systems, but they do not form a complex, while our solutions and a "top view" really help the retailer optimize its work. In addition, according to the forecasts of Ivan Artemov, head of the CBRE shopping center concept development department, it is big data analysis technologies that will significantly increase the effectiveness of advertising in the future. Mass advertising (in the form of mailings, spam, etc.) at the same time will probably lose its meaning altogether.

To be continued.

< span style="font-size: 12px;">Author:Ekaterina Reutskaya

Photo: shutterstock.com